In recent years, data-based marketing and trade-marketing has swept through the business world. Generating insights through big data is the name of the game. In its wake, measurable performance and accountability have become key to marketing success. However, few managers appreciate the range of metrics to evaluate marketing strategies and dynamics. Fewer still understand the pros, cons, and nuances of each.

In this environment, we have come to recognize that marketers, general managers, and business students need a comprehensive, practical reference on the metrics used to judge marketing and trade-marketing programs and quantify their results.

By the end of this module, students should

- understand the scope of marketing metrics 

- apply marketing knowledge in practical problem solving for marketing and key account management 

- be able to judge the effectiveness of marketing strategies

- be able to transfer theoretical insights to concrete fields of application

- be able to concisely present a practical marketing project

80% presence in lectures is mandatory

This course blends lectures with discussions on business cases, a real-life case study and group presentations.

35% group project and presentation

35% exam

15% active participation

15% homework

by appointment: christina.holweg@wu.ac.at